American consumers are increasingly well informed when it comes to health and well-being. They are constantly on the lookout for information about effective and scientifically validated skincare products. The Vichy brand was officially launched in the United States in 2006. To reach a maximum number of consumers, Vichy took an innovative step by creating Dermo Skincare Centers. The centres offer customers information together with personalised professional advice about skincare. La Roche-Posay took advantage of the opening of 400 Dermo Skincare Centers in the American drugstore network to extend its presence in 2006. The brand also celebrated another victory when the FDA (Food and Drug Administration) agreed to authorise the marketing in the United States of Anthelios SX, a moisturising cream with sun protection. Anthelios SX is the first L’Oréal product with a patented UVA Mexoryl SX sun filter to be approved for sale in the United States.